The camera tells the best stories

„Live for the story”

More recently in Germany, when it’s time for commercials, people no longer pay attention to the screen. They listen to what tunes get played, if they are to their liking or not. Music has long replaced brand messages.

Television commercials have become more like radio stations or ghettoblasters. And brand messages have been replaced by songs. Often these songs are hopelessly unrelated to brand beliefs and attributes.

We no longer watch tv commercials, we hear them. Brands are not held apart by their abilities and a demand for these abilities, but through the music they air.